Lee McCormak is the definitive word on all things mountain bike — he literally wrote the book. When he came to us to re-imagine his brand we anchored it with a logo and website (look for it in early September). We kept the muddied Americana color scheme and added a mark that was simple, strong and conveyed speed and motion. We stacked up some clean type for a compact logo that’s as readable on a jersey doing 40 on a downhill run or tucked on the corner of a book jacket.